Every software vendor we use is raising prices and pitching their new AI features, but we are paying for tools we barely use. How do we apply Keith Cunningham's Thinking Time framework to audit our current software stack and cut out the AI marketing theater?

Question

Tyler Smith · Accepted Answer

Software companies are currently adding superficial AI features to justify massive price increases, and many owners are paying a heavy dumb tax by falling for the marketing hype. To protect your margins, you must step back and critically audit your software stack. This is where Keith J. Cunningham's Thinking Time framework is highly valuable. Schedule a quiet, uninterrupted forty-five-minute session with a blank notepad. Start with a sharp, high-value question: What specific business problems are we actually trying to solve with our current software, and how much of our paid functionality is useless theater? Write down every tool you currently pay for alongside its monthly cost. For each piece of software, ask yourself: Does this tool directly help us hit our Scorecard metrics or execute our core processes? If the answer is no, or if the tool is only used for minor administrative convenience, it is likely waste. Pay close attention to the new AI features. If your team cannot explain exactly how an AI tool saves time or increases capacity, it is just marketing theater. Use this clarity to consolidate your software stack. Consolidate your tools, eliminate redundant platforms, and push back on vendors charging premiums for features you do not need. This disciplined approach keeps your operations lean, protects your cash flow, and ensures you only invest in technology that drives real, measurable results.